PENGARUH E-SERVICE QUALITY DAN E-WORD OF MOUTH TERHADAP MINAT BELI ULANG PADA E-COMMERCE SOCIOLLA

Authors

DOI:

https://doi.org/10.31000/dmj.v7i1.7588

Abstract

Tujuan dari penelitian ini untuk mengetahui pengaruh e-service quality dan e-word of mouth terhadap minat beli ulang pada e-commerce Sociolla. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini sejumlah 8.970 orang. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan diperoleh sampel sebanyak 99 responden. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dan analisis korelasi berganda. Hasil penelitian menunjukkan bahwa secara parsial e-service quality berpengaruh positif dan signifikan terhadap minat beli ulang. Variabel e-word of mouth berpengaruh positif dan signifikan terhadap minat beli ulang. Secara simultan variabel e-service quality dan e-word of mouth berpengaruh positif dan signifikan terhadap minat beli ulang. Dengan nilai persamaan regresi linier berganda Y = 11,166 + 0,411X1 + 0,313X2 + e. Hasil yang diperoleh pada penelitian ini adalah e-service quality dan e-word of mouth berpengaruh positif dan signifikan terhadap minat beli ulang pada e-commerce Sociolla.

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Published

2023-01-12

Issue

Vol. 7 No. 1 (2023): January

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Articles

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